Users can now monthly choose options in subscription
A large-scale project allowing users to customize their subscription.
My Role
Lead UI/UX Designer, UX research
Gazprom Bonus is a subscription offering valuable deals on popular services.
The base set of services can be expanded by purchasing additional options in catalogue.
Before
A predefined set of partners and services in the base subscription.
After
Users can monthly choose 2 options included in the subscription.
Users value individuality and flexibility, so subscription customization will be a great competitive advantage.
Research
Quantitative research to confirm the hypothesis.
Result
Users more often preferred the customizable subscription to static.
Custom subscription UIs had several iterations to find the best result.
After each major UX/UI iteration, we made UX research on prototypes in Figma to support the decisions.
Challenges
Being on the same page with all stakeholders and updating designs with smaller ongoing features.
We constantly communicated with devs, marketing, and the partner department to ensure the new product mechanics received comprehensive attention.
To improve the UX, we've introduced widgets for authorized users.
Complex Figma prototypes with variables can cause slow performance on older phones
Most users expect simple customization. Deep customization can push them away.
Sometimes, repeating information leads to better comprehension.
Gazprom Bonus
Gazprom Bonus
Kommo
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